The information developed will allow companies and professionals in all areas to adjust their marketing strategies to achieve more effective strategies.

The study systematizes the responses of more than 2,500 users throughout Central America, obtained through virtual surveys. According to the organizers, the margin of error is 5% and it has a reliability of 95%, an aspect that guarantees the effectiveness of the data.

Among the data concerning the context of digital technologies are that, for example, 70 percent of central americans are connected to the Internet, and El Salvador ranks second along with Panama in the countries with the highest number of connected users.

In addition, it is mentioned that, on average, each Central American has three to four profiles on social networks, with Facebook being the favorite, followed by YouTube, Instagram and Tik Tok.  Streaming platforms -technology thanks to which it is possible to watch multimedia material on the Internet, without the need to download it- have gained popularity. YouTube is the favorite in the country and in other countries in the region, just as videos are the favorite in terms of communication format.

Six out of ten salvadorans connect from a mobile device, more frequently at night -47.9%. Applications linked to delivery services, as well as transportation management applications, such as Uber and InDriver are very popular; and at least eight out of ten salvadorans and Central Americans have purchased a product or service at some point after seeing advertising on social networks.

These results were presented during the SOD day by Juan José Ganam, general manager of SOD; and Rebeca Salazar, multicultural anthropologist at Quodox, Growth Marketing Company. "State of Digital was founded in 2018 with the purpose of being the region's leading center for research and data analysis on digital trends; because we noticed the absence of a solution to the lack of reliable information on digital behaviors, trends and innovation in Central America; now, SOD is a reliable reference on insights from the marketing field", Ganam mentioned.

In this fifth edition of the SOD event, experts and digital marketing professionals in Central America participated, such as Reyna Cardona, META Client Solutions Manager; Rafael Strauss, Chief Operating Officer of Mediam Group (Google); Pablo Valencia, Stream Ads Country Manager of Quodox; and Rodolfo Salazar, recognized opinion leader in technology and digital transformation.

Thus, SOD is positioned for the fifth consecutive year as a flagship event, a benchmark for professionals and companies on issues related to artificial intelligence, retail media and consumer trends, which now have a reliable tool to guide their strategic actions towards a more effective marketing and according to the preferences of the digital audience in the country and Central America.

Translated by: A.M